Brand

Dear Websurfer,

We have been trying to figure out a way to brighten our future despite our lackluster past two decades. We have been trying to come up with some kind of slogan that could help us stand out on the web and be something we are proud of.

Maybe you could help us. "We are great, buy from us", or some other cold industrial exaggeration is not what we are looking for. If you have an idea we would welcome your suggestion.

I blabbed out this letter without great consideration to Jamie Camarena, the youngest of our three Camarena's. Camarena's are over 20% of us. May be it will give you an idea of what we are seeking.

Thank You,

Rolly

Hello Jaime,

I actually thought about this last night. For two days in a row I brought my work home with me. I do not like the feeling. I love to work. I love solitude and the non - material world too.

"All things are spiritual, evil is the material part of the spiritual world" Franz Kafka

Happiness is not wanting any changes. Everything is always changing. Once happy we must step lively to stay happy.

I like our crummy industrial park, I like the people here. I do not want any other people, or to go to any other place.

We must grow and change or we will be destroyed too soon. It is against my nature to seek to be noticed. If people notice you, freedom is lost. I am ambivalent about this project. Our bodies cannot live without blood, but we are not just blood.

Our business cannot live without money, but our work is not all about money. The most Abraham Lincoln ever made was $25,000 a year.

If we have a slogan it should be something like "An eye for an eye and we all will be blind", (Mohandas Ghandi) or "The heart has its reasons, which reason knows not" (Blaise Pascal).

If we paint machines, or have our own boxes we should seek to make them beautiful and warm, not cold and industrial.

My idea of a brand is to create an image that helps us be as we are, not something to make us something else.

You, Jaime, are interested in this stuff, I am not so you need to figure out what we should do and how we should do it and not toss and turn at night about it. You do not need to rush we got along for 22 years without an image.

Include as many people as you wish in this project. Avoid hype and flashy stuff. That is not us is it? Should I send this to everyone?